Blue Dragon in the Marketplace. The Blue Dragon brand is worth £21m with a year-on-year growth of 24%. This equates to a 17.2% share of the Oriental Food market. Blue Dragon currently sells more units of sauces and noodles each year than any of its competitors. 36 million Blue Dragon sauce or noodle SKU’s are sold each year and one in three Oriental sauce products sold in the UK is a Blue Dragon product. One of the reasons for Blue Dragon’s success across the Oriental category is because the brand is committed to producing authentic Oriental products. For example, the ingredients for Blue Dragon’s Premium Curry Pastes are sourced in Thailand and the ingredients for Blue Dragon’s Premium Stir-fry Sauce range are sourced in Malaysia.
Blue Dragon Squeezy Sauces
Pan Oriental product specialist Blue Dragon has extended its dipping sauce offering with the introduction of four new squeezy variants. Blue Dragon squeezy Thai Sweet Chilli – Hot, Malaysian Satay, Chinese BBQ and Chinese Sweet & Sour have been added to the original Blue Dragon squeezy Sweet Chilli dipping sauce and are being rolled out to retailers nationwide.
The dipping sauce market is worth £8m and is growing at a rate of 45% year-on-year, which reflects an increase in both household penetration and weight of purchase. Blue Dragon currently has a 68.3% market share and is growing at a rate of 40% year-on-year, putting the brand in an ideal position to tap into consumer trends for a multi-functional dipping sauce in a convenient format and a wider range of Oriental variants to accompany Western, as well as Eastern foods.
Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller says: “As the popularity of Oriental sauces continues to soar, the new Blue Dragon squeezy sauce range has been developed to increase choice as well as usage potential and convenience in the dipping sauce sector. Mainstream consumers are becoming increasingly familiar with the flavours of Eastern cuisine and want to be able to experiment by adding the classic Oriental tastes they enjoy most to their favourite day-to-day Western dishes too!”
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